Exploring the connection between sustainable behaviors—Recycle, reuse, and reduce—and digital media framing in climate change Youtube Vodcasts
The effectiveness of digital content in promoting sustainable recycling, reusing, and reducing behaviors is largely unknown. This research used a sequential mixed-method approach to unearth the efficacy of environmental framing in digital content to foster recycling, reusing, and reducing practices...
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| Main Authors: | , , , , , , |
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| Format: | Article |
| Language: | English |
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Elsevier
2025-12-01
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| Series: | Sustainable Futures |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2666188825005027 |
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| author | Emenyeonu C. Ogadimma Syed Hassan Raza Amjad Ali Shah Shumaila Khan Sohail Riaz Mohammed Alkhowaiter Sajid Ullah Khan |
| author_facet | Emenyeonu C. Ogadimma Syed Hassan Raza Amjad Ali Shah Shumaila Khan Sohail Riaz Mohammed Alkhowaiter Sajid Ullah Khan |
| author_sort | Emenyeonu C. Ogadimma |
| collection | DOAJ |
| description | The effectiveness of digital content in promoting sustainable recycling, reusing, and reducing behaviors is largely unknown. This research used a sequential mixed-method approach to unearth the efficacy of environmental framing in digital content to foster recycling, reusing, and reducing practices that remain minimal. Study 1 analyzed YouTube content over four years, revealing that environmental issues were framed around legislation and climate change to encourage sustainable behavior. Study 2, a series of quasi-experiments with 320 African participants, tested the efficacy of these frames. The results of Study 1 revealed that climate change was the dominant frame used for digital journalistic practice, with 133 vodcasts, followed by environmental legislation with 89 vodcasts. The results of Study 2 suggested that climate change, global warming, and environmental legislation framing can result in enhancing emotional response and environmental knowledge that influence sustainable behavior. Theoretically, these results recognized that the message-consistent effects of digital content frames manifesting climate awareness and scientific evidence made viewers embrace sustainable behaviors. |
| format | Article |
| id | doaj-art-9b08234032af4668a72d262f09c2c0ab |
| institution | OA Journals |
| issn | 2666-1888 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Sustainable Futures |
| spelling | doaj-art-9b08234032af4668a72d262f09c2c0ab2025-08-20T02:37:35ZengElsevierSustainable Futures2666-18882025-12-011010093710.1016/j.sftr.2025.100937Exploring the connection between sustainable behaviors—Recycle, reuse, and reduce—and digital media framing in climate change Youtube VodcastsEmenyeonu C. Ogadimma0Syed Hassan Raza1Amjad Ali Shah2Shumaila Khan3Sohail Riaz4Mohammed Alkhowaiter5Sajid Ullah Khan6Ph.D. Faculty Member, College of Communication, University of Sharjah, UAEPh.D. Associate Professor, School of Media and Communication, Taylor’s University, 47500 Subang Jaya, Selangor, Malaysia; Corresponding author.Research Scholar, Institute of Media and Communication Studies, Bahauddin Zakariya University, Multan 66000, PakistanInstitute of Computer Science & IT., University of Science and Technology Bannu, PakistanAssistant Professor, Media and Communication Studies, Comsat University Islamabad, Lahore Campus, PakistanDepartment of Computer Engineering, College of Computer Engineering and Sciences, Prince Sattam bin Abdulaziz University, Alharj, Kingdom of Saudi ArabiaDepartment of Information Systems, College of Computer Engineering and Sciences, Prince Sattam bin Abdulaziz University Alkharj Kingdom of Saudi ArabiaThe effectiveness of digital content in promoting sustainable recycling, reusing, and reducing behaviors is largely unknown. This research used a sequential mixed-method approach to unearth the efficacy of environmental framing in digital content to foster recycling, reusing, and reducing practices that remain minimal. Study 1 analyzed YouTube content over four years, revealing that environmental issues were framed around legislation and climate change to encourage sustainable behavior. Study 2, a series of quasi-experiments with 320 African participants, tested the efficacy of these frames. The results of Study 1 revealed that climate change was the dominant frame used for digital journalistic practice, with 133 vodcasts, followed by environmental legislation with 89 vodcasts. The results of Study 2 suggested that climate change, global warming, and environmental legislation framing can result in enhancing emotional response and environmental knowledge that influence sustainable behavior. Theoretically, these results recognized that the message-consistent effects of digital content frames manifesting climate awareness and scientific evidence made viewers embrace sustainable behaviors.http://www.sciencedirect.com/science/article/pii/S2666188825005027YouTubeDigital MediaFraming theorySustainable behaviorDigital Journalism |
| spellingShingle | Emenyeonu C. Ogadimma Syed Hassan Raza Amjad Ali Shah Shumaila Khan Sohail Riaz Mohammed Alkhowaiter Sajid Ullah Khan Exploring the connection between sustainable behaviors—Recycle, reuse, and reduce—and digital media framing in climate change Youtube Vodcasts Sustainable Futures YouTube Digital Media Framing theory Sustainable behavior Digital Journalism |
| title | Exploring the connection between sustainable behaviors—Recycle, reuse, and reduce—and digital media framing in climate change Youtube Vodcasts |
| title_full | Exploring the connection between sustainable behaviors—Recycle, reuse, and reduce—and digital media framing in climate change Youtube Vodcasts |
| title_fullStr | Exploring the connection between sustainable behaviors—Recycle, reuse, and reduce—and digital media framing in climate change Youtube Vodcasts |
| title_full_unstemmed | Exploring the connection between sustainable behaviors—Recycle, reuse, and reduce—and digital media framing in climate change Youtube Vodcasts |
| title_short | Exploring the connection between sustainable behaviors—Recycle, reuse, and reduce—and digital media framing in climate change Youtube Vodcasts |
| title_sort | exploring the connection between sustainable behaviors recycle reuse and reduce and digital media framing in climate change youtube vodcasts |
| topic | YouTube Digital Media Framing theory Sustainable behavior Digital Journalism |
| url | http://www.sciencedirect.com/science/article/pii/S2666188825005027 |
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